바스케이프가 고객 즐거움을 통해 추가지불의도에 미치는 영향

Abstract

This study examines the effect of Bar-scape quality factors on customers' Willingness to Pay More (WTPM), with a specific focus on the mediating role of Pleasure, utilizing the Stimulus-Organism-Response (SOR) model and Social Exchange Theory. Data were collected from 224 bar customers and analyzed using quantitative methods. The findings confirm that the three sub-dimensions of Barscape quality significantly and positively influence customer Enjoyment. Atmosphere Quality was found to be the strongest antecedent in shaping this emotional experience. Furthermore, Enjoyment was confirmed as the most powerful predictor of subsequent economic behavior, showing the strongest positive influence on WTPM. The study contributes theoretically by validating the SOR framework, asserting that in the experience-based hospitality context, the physical environment influences the final behavior both directly and indirectly via the emotional state). Practically, these results emphasize that bar managers must strategically invest in Atmosphere Quality and focus on the overall emotional design to maximize customer enjoyment, which is the single greatest driver of premium pricing acceptance and profitability.